Spar Austria has landed a Hollywood face, in a Lost in Translation-style bit of celebrity advertising the folks back home won’t see.

And what a face! Sex and the City star Sarah Jessica Parker (“the epitome of urban lifestyle” says Spar) is backing a new private-label push.

It’s hard to imagine Carrie Bradshaw popping down to a Spar in between dashing off her ropey magazine articles, though. Bogof, however, is always sloping off to a c-store to stock up on Jaffa Cakes. All you have to do is ask, guys!